The Research On The Marketing Strategy Of China Unicom Maanshan Branch

With the development of market economy, telecommunications market has been booming.In the year of 2008, Chinese government led the recombination of the telecommunication industry and The Ministry of Industry and Information issued 3G licenses to the big three giant telecoms operators. CMCC (China Mobile Corporation Company) received the TD-SCDMA license, CTC (China Telecom Corporation) received the CDMA-2000 license, meanwhile, CU (China Unicom) got the WCDMA license. After this series of acts, China had entered into the 3G era. With the intervention of Chinese government, CU had sold its CDMA assets and transfered all CDMA subscribers to CTC. Hence, after a long period of waiting, CTC finally obtained the official operation permission from the regulator. China’s mobile telecommunication market finally welcomed the third, perhaps the last competitor. By comparing with this new comer in mobile telecommunication market, CU Corporation’s income and profit were both weaker than CTC’s. As a result, the competence in this market is going to be more intense.From the issuance of 3G licenses in 2008, there are five-year transition period for the commercialization of 4G for the big three operators was declared in the end of 2013 by Ministry of Industry and Information Technology (MIIT). The big three will obtain the 4G TDD-LTE license respectively. In consideration of the technology problems and network construction speed for the big three,2014 was the ultimate year of 3G transition period. In facing with the challenge in 4G era, CU did not have a long period for preparation to catch up with the other two competitors by employing its 3G’s advantages.As a CU’s urban branch company in Anhui province, CU-MAS Company was always in the top three rank among the sixteen municipal branch companies in Anhui province in all respects. CU-MAS Company always kept a high and stable pace in market development, meanwhile, it also existed some problems and risks,such as excessive marketing,marketing degradation and regulatory risk. For such a star municipal branch company in Anhui province, a task of top priority is how to seize the period before the coming 4G era to do the competence with CMCC-MAS Company and CTC-MAS Company and how to enlarge the market share and promote the benefit in recent years.Combining with the CU-MAS Company’s characteristics, we employed marketing and business strategy theory and the actual practices to do some research in the late 3G era’s market.This paper firstly studies the 3G,4G technology and the status of industry chain, secondly,it sutdies CU-MAS Company’s internal and external environment,moreover, it points out the present marekting situation and the existing problems, this paper presents some effective promotion of CU-MAS 3G business development advice. This paper points out that as for CU-MAS Company,we must perfect the internal architecture, improve the product system, using industry application to bundle users, strengthen marketing, strengthen the backstage system support, ensure CU-MAS Company’s marketing work has been further improved.